Pony: a brand called horse

The Pony sports goods brand was perceived as ‘naff’ and the butt of jokes among its target 15-25-year-old UK male audience.
Agency: Ogilvy & MatherAuthor: Not credited

Pony - A Brand called Horse

They do mostly girls' shoes and girls don't care what they wear.

(Male, 15 years, Liverpool)

They used to do those crappy blue things with the stupid tongues.

(Male, 12 years, Birmingham)

I just can't understand why anybody would name a sport's shoe after a small horse.

(Male, 16 years, Newcastle)

THE PONY BRAND SITUATION 1991

In the race for dominance in the UK sports goods industry, the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands